3. OVERVIEW
We are more We want more
independent choices!
now!
Japanese College Student
Instead of just following the choices recommended by the environment,
Japanese college students now have their own independent way of thinking
and are leaning towards having more choices. Having a college life is just their
1st step to get into society
4. DEMOGRAPHICS
• AGE
• 18 - 23
• REGION
• Urban, Suburb or Rural
• LIVING
• FAMILY or ALONE
5. SUB-CULTURE
Science/Engineering Social Science/Arts
More study requirement More free time
Have to be specialist Have to find what you do
often go to graduate school 4 years
6. SUB-CULTURE
Club
Club activity is very important
Club activities take up the largest part of college life for some students
Members have huge influence among their peers
Even after graduation, students are connected by having being in the same club (can be useful
for career)
Club can show students’ identity
(ex. Tennis club, Band club, College Sports Team/Taikukai )
7. OPINION LEADERS
Club!
Influence of the president on the many members of the club
This is attributed by the status and respect that they have from their peers
A large club usually has more than 100 members.
A party takes place at the end of each semester
8. OPINION LEADERS
• Fashion
• Models
• Tokyo Girls Collection
Important for students, especially females,
to be fashionable. Students frequently update
themselves on the latest fashion news
9. TAKEAWAYS
Collective Influence
Japanese college students are influenced
by the group in which they belong in
Social Status
Japanese college students are more
influenced by people higher than them
in the social status. (Celebrities, Presidents)
